Adverstising Flashcards
What is advertising?
Paid use of a medium to convince a message to target market.
What are some reasons for advertising?
- gain customers
- promote new products
- build awareness
Advantages of advertising to the PUBLIC?
- find goood deals/ sales
- find better products
- more accessibility
What are disadvantages of advertising?
- persuade customers to buy products/services they do not need
- doesn’t work for betterment of society
- may not help with company’s sales
What are some forms of Advertising media?
- tv
- radio
- bill boards
- word of mouth
What is the AIDA formula?
A- get consumers’ ATTENTION
I- create an INTEREST in the product/service
D- make the consumer DESIRE the product/service
A- most importantly, get ACTION
What is target audience/market?
The audience the advertiser wants to reach, demographic profile (age, gender, class, etc) is important when targeting a group.
What is status and appearance in ads?
Includes age, clothing, style, hair, etc.
What is body language in ads?
Includes expression, eye contact, pose, etc.
What is photography in ads?
Includes framing, lighting, angles, etc.
Other subjects in ads?
Object (props) and background
What does colour do in ads?
Creates a realism hard to portray in black and white, and different colours can hold different meanings.
What does typography do in ads?
Includes type size and font, different fonts appeal to different target groups.
What is a headline?
They offer a benefit, state a fact, or shock the reader to attention about the product/ service.
What is a slogan?
A catchy saying associated with the company.
What is a logo?
Words and/or images associated with the company.
What is copy?
Written information about the product or service in the ad.
What does music and sound do in ads?
Includes volume changes, chosen to reflect the target audience’s attention immediately.
What is an implicit message?
Implied message; not directly stated.
What is an explicit message?
Directly stated message.
What are the three categories of persuation?
1- pathos
2- logos
3- ethos
What is pathos and how do you identify it?
It is an appeal to emotion, it attempts to evoke an emotional response in the audience.
What is logos and how do you identify it?
An appeal to logic or reason, gives you evidence to understand the product/service.
What is ethos and how do you identify it?
An appeal to ethics, tries to convince people their company is more reliable, honest, and credible.
What is appeal to authority?
Endorsement or testimonial; celebrities and people in lab coats often appear.
What is sex appeal?
Use of sexual images/words to sell products/service.
What is snob appeal?
Suggestion customers will join ranks of the elite using the product/service.
What is appeal to tradition?
Appeals to experience and number of years of product/service being used.
What is figure of speech?
Use of allusions, personification, simile, alliteration, metaphor, etc.
What is outright propaganda?
The idea that you don’t get the product/service you are a social outcast.
What is complimenting the customer?
Butters up the consumer with flattery.
What is patriotism?
Idea that buying the product/service shows your love for your country.
What is rhetorical question?
Asks a question which demands a response from the audience, but the answer looks obvious.
What is magic ingredients?
Suggests a miraculous discovery makes the product/service more effective.
What are weasel words?
Words or claims that look substantial but are hollow words (ex. virtually, can be, up to).
What is plains folks appeal?
Better quality for less; good for the average person.
What is something for nothing or more for less?
Suggests the product/service is better quality than high priced competitors.
What is appeal to exellence?
Emphasizes consumers should use only the best (theirs).
What is bandwagon?
Everyone else has one. (#1 best seller)
What is facts and figures?
Implies figures and statistics prove a point beyond dispute.
What is hidden fears?
Exploits one’s hidden fears and insecurities.
What is repetition?
Constant statement of; an idea to fix the image of the product/service in one’s mind.
What are advantages? (in advertising to persuade the consumer)
Includes freebies, 1+1s, coupons, etc.
What is scientific jargon?
Implies the product/service is effective because it is science based.
What are ideal children?
Using children who seem ‘‘perfect’’ to sell the product/service.
What is emotional resonse?
Used to create an emotional response.
What is nostolgia?
Images or words about the past used to stir an emotional response.
What is false transference?
Transferring positive qualities from a person or object to the product/service being advertised.
What are pets/mascots?
Cute/cuddly pets or cartoon, animated, or life-like mascots used to sell the product/service.
